How Custom Report Can Help You In Analytics

Do you want more from Google Analytics than standard reports?

Did you know you can get custom data?

Google Analytics lets you create custom segments, dashboards and reports to find the information that’s most relevant to your business.

Creating a Custom Report from a Standard Report

Organic keywords leading to the site (mobile traffic). The region those visits are from (i.e. states). The cities within those regions that visits are coming

from. The mobile operating system from those visits (android,

iphone, etc.)

The goal of the report is to know the organic keywords leading to the site from mobile visits, and how many of those visits are from potential customers (people located near your business).

How to Create the Custom Report ?

1. Open up Google Analytics, click the “Audience” tab, and then expand the “Mobile” link in the left side navigation. Click the “Overview” link to view the Mobile Overview report.

How to Create the Custom Report ?

2. Click the “Customize” link in the action bar of the report. This will enable you to customize this report for your own needs (by creating a custom report based on this standard report). Note, not all standard reports can be customized this way. Tabular reports can be customized this way, but you will find other reports within GA that cannot be converted to custom reports:

How to Create the Custom Report ?

3. When you click “customize”, the standard report will be loaded into “report builder”. The initial view will show you the current report mapped out already in report builder. Then you can tailor the various elements, based on what you are trying to achieve with your own custom report.

How to Create the Custom Report ?

4. You can keep the current metric groups if you want. If you ever want to go back and customize the metric groups, you can by editing the custom report. For example, you definitely want to set up various conversion goals and events so you can better understand quality traffic. Once you do, you can add them to your metric groups so you can view performance by traffic in your custom report.

How to Create the Custom Report ?

5. Under dimension drilldowns, you will only see “Mobile” listed. Adding more dimensions will enable you to drill into each level to find more data. As I explained above, we want to drill into mobile traffic to reveal the organic keywords leading to the site. Then we want to view location by region and state. So, let’s add those additional dimensions to our report.

How to Create the Custom Report ?

6. Click the “Add Dimension” box in dimension drilldowns and select “Keyword” from the “Advertising” list.

How to Create the Custom Report ?

7. Next, add more dimensions to your report. Click the “Add Dimension” box again, and include the “Region” dimension from the “Visitors” list. After adding “Region”, you should go through the same process to add another dimension for “City”.

How to Create the Custom Report ?

8. Filter Your TrafficThe last step is to make sure the traffic is only from organic search. We only want to view mobile traffic from organic search, so we need to tell Google Analytics to filter that traffic for us. Click the “Add a Filter” box under the “Filters” category. Select the “Medium” dimension under the “Traffic Sources” list. Then select “include” from the first filter dropdown, leave “Medium” as the dimension, leave “Exact” in the third dropdown, and then enter “organic” in the text box (without quotes). See the screenshot below to follow along. This text tells Google Analytics to include all traffic that exactly matches “organic” as the medium. “Organic” is what’s listed for all organic search traffic.

Congratulations!

You just created a custom report, based on a standard report. Click “Save” at the bottom of the report and you’ll be taken to the functioning report in Google Analytics.

You can start drilling into the report by clicking “Yes” in the mobile report, which will reveal all organic keywords from mobile traffic. Then you can click any keyword to view the region those visits are from. If you click the region, you can view the cities within that region. Again, this report can help you identify mobile traffic from organic search, the keywords being searched for, and identify if these are potential customers (based on their proximity to your local business).

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